venture taranaki's talent campaign launch october 2012 [read only]

Talent Attraction and Retention

Taking on the Challenge

Talent Attraction and Retention

Taking on the ChallengeTaking on the ChallengeTaking on the Challenge

Good growth relative to New Zealand

Our population strategy

2035

Population: 135,000

GDP = 6.4 billion

Having more people... The rationale

is compelling for Taranaki:

• Growth

• Retention of central

government services,

• Diversification

• Justifying and affording ‘city’

2012

Population: 109,000 (est.)

GDP = $5.5 billion (circa)

+ need more workers to service current and future

business development needs

• Justifying and affording ‘city’

amenities

• More jobs to service the people

• Meet needs of business growth

Skills and employment

6.0

7.0

8.0

Unemployment Rate - Taranaki V NZ

Taranaki NZ

0.0

1.0

2.0

3.0

4.0

5.0

O&G skills and employment

• NZ O&G business activity will increase in next 12 months (56%)

• Skills shortages now a far greater risk than before (2007)

• Need to source in next 12 months:• Need to source in next 12 months:

– 100+ engineers

– 70 operators

– 50 technical staff

– And many more (NB: these numbers only represent 10 largest companies in the survey)

Source: PSANZ, 2012

Our biggest challenge

• We’re losing more people to overseas countries than we are

gaining...

• 1,124 people arrived and 1,679 departed (-555)

Taranaki Arrivals and Departures - year to june

0

200

400

600

800

1000

1200

1400

1600

1800

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

arrivals departures

Resulting in a net population loss

200

400

600

Net Gain/Loss in Regional Population due to International migration

- Taranaki Region

-800

-600

-400

-200

0

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Many of these are our young and

talented ....

387

350

400

450

Age of Long term Departures: Taranaki to 'All countries' Year to June 2012

124111

85

162

234

142

11095

78 73

4120 12

3

0

50

100

150

200

250

300

350

0-4 years 5-9 years 10-14

years

15-19

years

20-24

years

25-29

years

30-34

years

35-39

years

40-44

years

45-49

years

50-54

years

55-59

years

60-64

years

65-69

years

70-74

years

The Aussie dynamic

� Australia comprised 31% of our 1,124 long term

arrivals to Taranaki in 2012 (year to June),

but but

� 73% of our long-term departures

250

300

350

400

450

Arrivals from Australia to Taranaki (permanent and long term) -

annual to June

0

50

100

150

200

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

600

800

1000

1200

1400

Departures from Taranaki - Long term to Australia - Annual to June

0

200

400

600

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

-250

-77

-242

-392

-283

-400

-300

-200

-100

0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

The "Aussie drain": Net impact on Taranaki population:annual to June

-678

-604

-475

-535

-572

-509

-691

-885

-1000

-900

-800

-700

-600

-500

The Aussie drain

� If it wasn’t for the net loss of people from our region

to Australia, Taranaki would have

experienced a net gain of 330 experienced a net gain of 330

people from overseas countries (June 2012)

The Fly-In Fly-Out (FIFO) dynamic

� Long distance commuting work practices � Used to fill capability and capacity needs

� Workers travel by air (or e.g. Car/bus) to and from worksites

� Work is typically in remote locations

� Company typically provides/funds accommodation/living expenses for � Company typically provides/funds accommodation/living expenses for

workers but not families at or near worksite

� Work roster; fixed days on & off

� Source of workers: more populated areas with skill sets

� Used in Australia to help service work requirements

for major O&G and mining industries/projects

New Zealand/Taranaki

FIFO workers

are commuting on regular basis to

Australia to workAustralia to work

(while family remains here)

FIFO Info

� No formal FIFO stats available

� FIFO’s not acknowledged (yet) in NZ Government

policy strategy/response

� labour market/migration strategies

� Research – minimal – mostly Australia focus� Research – minimal – mostly Australia focus

� FIFO Regional issues e.g. Social/infrastructure

� Individual: isolation, health, family

� VT initiating FIFO research (& other marketing talent

campaign responses)

Our needs for talent are growing

BUTAustralia (and other countries) are also experiencing

workforce and skill shortages ,

especially in O&G, energy, mining.especially in O&G, energy, mining.

Taranaki is part of their solution

Why is doing something important?

An employer perspective …

• Brian Souness, Clough AMEC Beca

• Mark Arnold, Fitzroy Engineering• Mark Arnold, Fitzroy Engineering

So what are we doing?

Swap Sides

Talent attraction campaignTalent attraction campaign

Swap Sides� Phase One began 18 months ago ahead of build up to RWC

2011

� Based around emotive comparisons of bigger city living versus

positives of Taranaki career and lifestyle – ten key concepts

(e.g. city parking, the lights, lunchtime surfing)

Focused on selling the lifestyle and region’s USPs – essentially � Focused on selling the lifestyle and region’s USPs – essentially

‘grass is greener’ in Taranaki

� Extremely positive response and built strong momentum

� Underpinned by micro-site, stories of new residents, referrals,

lifestyle toolkit and making sure jobs are promoted online

Swap Sides – Round 2

� Building on the successes of Phase 1

� Scheduled for roll-out this month

� Focus

FIFO� FIFO

� Ex-Pats

� Retirees

Swap Sides: FIFO - Australia

� Increasingly popular work choice for many skilled

workers

� Commonplace in Western Australia and increasingly

in other areas of Australiain other areas of Australia

� Target of recent tourism campaigns encouraging

FIFOs to spend leisure time in Australia rather than

going home

Swap Sides: FIFO - Australia

� Focus of Swap Sides is to counteract role FIFO can

play as step to permanent residence in Australia

� Encourages people to return to Taranaki when FIFO

loses its appeal or see Taranaki as a new optionloses its appeal or see Taranaki as a new option

� Not anti-FIFO: Taranaki has significant number of

FIFO workers working elsewhere, residing here and

contributing to economy, but don’t want to lose

them permanently.

Swap Sides: FIFO - Australia

� Featured on Perth Airport baggage carousel billboards in October and November

� Supporting PR, digital and social media

� Media interest and seeding� Media interest and seeding

� Rolling out to Queensland in 2013

� Campaign visuals available for sharing with employers and those who want to use them

Swap Sides: FIFO - Australia

Digital Media – Online Banners on Energy and Engineering Sites• FIFO families sites, mining sites, specialist trades and sector sites

sites, job sites, NZ news sites (geo-targeted) and Google network

Swap Sides: Expats

� Animated video targeted at expats

� Combines ex-local comedian Ben Hurley with regional

aspects to position Taranaki as ideal to live and work

� Objective is to move Taranaki ‘up the list’ of places to live

and work amongst ex-pats and present Taranaki as the and work amongst ex-pats and present Taranaki as the

New Zealand we all like to remember and skite about.

� KEA research tells us ex-pats hate being told what to do,

but they love to know what’s out there and on offer.

� We want everyone to share it!

Swap Sides: Ex-Pat Video

� Uploaded to YouTube and shared through multitude of channels including Venture Taranaki, HainesAttract and Ben Hurley networks

� Social Media

� Media coverage� Media coverage

� Sharing by employers, residents and all who wish to do so

� Supporting banner advertising on websites of interest to target market including targeted viewing on New Zealand based sites

All roads lead to micro-site

� Roll-out drives respondents to a micro-sites

www.swapsides.co.nz / www.swapsides.co.nz/FIFO

� Gives us an opportunity to communicate

� Encourages sign up to find out more about Taranaki � Encourages sign up to find out more about Taranaki

on an ongoing basis including jobs, lifestyle, events

and more

� Profiles stories of migrants and returning ex-pats

Swap Sides: What Can You Do?

Get Involved� Share the video

� Use the FIFO campaign pieces – they are available to you at any

time

� Make sure your vacancies are loaded on the regional website, � Make sure your vacancies are loaded on the regional website,

www.taranaki.info/jobs

� Use the lifestyle toolkit as part of your recruitment campaign

info packs

� Use Venture Taranaki to support your talent attraction needs

� Spread the word

Talent Attraction and RetentionTaking on the Challenge

Your region needs YOU!

www.taranaki.info/swapsideswww.taranaki.info/swapsides